Mobile commerce is continually gaining momentum as the preferred way for consumers to shop online. Actually, mobile e-commerce sales in the United States accounted for 30 percent of all e-commerce shopping, according to research done by Internet Retailer’s in the newly published 2016 Mobile 500.
With mobile device shopping growing at a rate of 2.58 times faster than total e-commerce sales in 2015, businesses would be wise to educate themselves on not only how to target their consumers with mobile advertisements, but when.
According to recent study done by CouponBox.com, younger generations of Americans prefer to shop on their mobile phones as compared to their desktop or tablet, while people over 45 still prefer to use a desktop (or laptop) to make their purchases online. An interesting factoid of this study also showed that 56 percent of women prefer shopping with their smartphones while only 45 percent of men use their smartphones for shopping.
This study also gives useful data into deeper shopping habits of each generation. Many businesses spend a substantial amount of budget on online advertisements trying to hook the attention of consumers. Knowing what time of day different generation of consumers can provide an advantage in knowing what type of advertisements to push at what time of the day – if you’re targeting different segments that is. According to the research, older generations (65+) prefer to shop online around 11 am while younger millennial generations prefer to shop around 4 pm and later.
One behavior that is interesting to note is that Americans start to use their smartphones a great deal more in the afternoon from the hours of 1 – 5 pm. This spike could be attributed to a number of factors like attempting to sneak in some shopping near the end of the work day without your boss noticing.
If a business hasn’t already hopped on the mobile friendly train they are certainly falling behind in the race for the attention of consumers. One thing is for certain, mobile e-commerce isn’t going anywhere and now is the time to become a mobile friendly company.